New Research Shows More Than Half of Online Consumers Start Their Day on Email
Fifty-eight percent of U.S. online consumers begin their day interacting with companies on email, compared to 20 percent who start their day on search engines and 11 percent on Facebook, according to a new study released by email service provider ExactTarget.
Based on more than 1,500 consumer interviews and surveys, Digital Morning, the first research brief in ExactTarget's Subscribers, Fans and Followers research series, found that consumers’ early morning online preferences reflect key differences in their motivations for interacting with companies across email and social media.
Other key findings of the research included the following:
- 93 percent of respondents said they subscribe to email marketing messages;
- 42 percent use Facebook at least once a day, with 69 percent reporting to be a "fan" of one or more companies;
- 54 percent of U.S. online consumers between the ages of 18 and 24 are fans of brands on Facebook;
- while consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they're also among the most active on email;
- nearly half (43 percent) of all online consumers are either fans or followers of at least one brand on Twitter or Facebook; and
- 68 percent of daily Twitter users follow at least one brand, yet only 7 percent of U.S. consumers participate on Twitter with that frequency.